Going once! Going twice! Coney’s Cha Cha’s goes on the block today

Cha Cha’s, the Coney Island institution that rivaled Ruby’s Olde Time Bar in honky-tonk feel on the Boardwalk is selling itself — to the highest bidder.

The popular summertime watering hole — and four other Coney Island Boardwalk businesses whose leases are set to expire today are putting their equipment, fixtures and, memorabilia up auction at 2 pm on the Boardwalk between Stillwell Avenue and W. 12th Street.

An ad for the sale promised a panoply of carny goods, from neon signs and bar stools to a ice cream-makers, ship chandeliers and a Build-A-Bear machine complete with “bears and stuffing.”

The stores that are likely to join in the auction — including Beer Island and Gyro Corner — are being forced out by Central Amusement, the city-picked company that runs the Luna Park whose goal is to revitalize Coney Island’s historic amusement district. The company is planning to replace the businesses with upscale eateries.

Ruby’s which is in talks with Central Amusements to stay open, is not part of the auction, even though any deal it makes with its landlord will require it to completely refurbish its interior to class-up the place.

Reach reporter Daniel Bush at [email protected] or by calling (718) 260-8310.